There is now serious competition of medium format versus the high end of the high-res DSLR market (D810, Canon 5Ds)—at prices that are little different once the total system cost is looked at in the context of the very best lenses for each system.

So far, 2017 has been the most exciting year in several years for new photo gear that mixes up the equation with intriguing new options.

Harsh A writes:

Fujifilm had organized an event Feb 22 at Samy’s here in San Francisco to show off their new GFX 50s camera system. I obviously needed to be there, since I’m trying to choose between the Fuji and the Hasselblad systems. What I didn’t know was that Hasselblad was demoing their X1D-50c system at the same time as well! How lucky can a guy get :)

I am not an experienced reviewer like yourself, but still feel compelled to share my thoughts with you that essentially cover key observations I made about the two systems from a user experience perspective. (I am a UX architect by profession)

I spent 1 full hour playing with both camera systems, side by side. Critical differences that were meaningful for me:

- The LCD and EVF on the Hasselblad are barely ok. Actually, the LCD is just a joke. The Fuji LCD and EVF are amazing, in comparison. The Fuji LCD has 2.5 times more pixels. Period. Yes, the Fuji EVF is not as amazing as the incredible Leica SL EVF (I owned that camera, so I know). Still, it is miles ahead of the Hasselblad. For critical work, where perfect focus is paramount, this could be a potential issue. It is for me.

- The lack of a 4-way controller on the Hasselblad is a serious impediment to an efficient flow in the field where you’d need to rapidly access camera functions while your eyes are glued to the EVF. On the Hasselblad, you need to remove your eyes from the EVF, make adjustments using the touch screen, go back to the EVF, and repeat the cycle as necessary. The Fuji has a 4-way controller, which is also fully programmable for custom functions.

- I can’t believe there is no live-view histogram on the Hasselblad! Maybe they’ll implement it via a firmware update, but seriously, what were they thinking!

- The tilt adapter for the EVF on the Fuji is just amazing and so thoughtful! It brought back memories of using the Hasselblad 501c.

- The Hasselblad X1D-50c is GORGEOUS! Online photos don’t do it justice. So solid. Such an amazing design that exudes superb build quality from every angle. The Fuji has more of a “I mean all business” look and feel to it. Don’t get me wrong, it still feels very sturdy/rock-solid in your hands, and fits your hands very nicely as well. It just has a totally different design language as compared to the Hasselblad. In a nutshell, the Fuji has a much superior “functional design”, whereas the Hasselblad has a much superior Visual Design.

Overall, the Hasselblad X1D-50c felt more like a point-and-shoot camera vs the Fuji GFX 50s felt more like a workhorse. For those who need to be seen around with a trophy camera, Hasselblad should be at the top of their list. If you’re into critical work in the field and efficiency, functionality, and usability are more important, the Fuji might be the better bet.

I am going to wait for your review of the Fuji before I make my final decision. One thing is certain - even if I decide to go with the Fuji, I know I’ll still lust for the Hasselblad - it’s just that beautiful :)